Why a Latin music festival created a cultural moment across generations

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Why a Latin music festival created a cultural moment across generations
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“I feel that today is a day to feel pride, to be proud that you are Latino,” pop-rock indie artist Julieta Venegas said about the festival. “It demonstrates the variety and diversity of the music that we have.” - NBCLatino

Scott Dudelson / Getty ImagesLOS ANGELES — The Martinez family had never attended a concert together. This year, Oscar, Christian and Brianna Martinez surprised their father and mother with tickets to the inaugural Bésame Mucho Festival, a birthday present for their dad.to when we were at work — so it's fitting to bring him, to finally see them live," said Oscar, 25, who was wearing a matching black Tejana, or cowboy hat, with his father."I thought it'd be perfect.

Oscar's older brother Christian, 26, who had more of a rocker vibe and was decked in black jeans, a black T-shirt and piercings, said the festival was perfect for the family. Latinos account for 54% of the nation's overall growth in the last 20 years, reaching 62.5 million in 2021, or 19% of the total population, according to a recentThe festival’s Spanish-language dominance was a big marketing tool, Morales said, adding that the concert’s popularity also reflects the country’s demographic changes.

“I didn’t understand, but the melodies captivated me," said Crespo."That’s what I see with Latin music — it makes me feel very proud.”

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